The Rothman Institute of Innovation and Entrepreneurship at Fairleigh Dickinson University has launched the “Shop Family Challenge” in celebration of the 2nd Annual Family Business Week.

Between now and Oct. 30, shoppers are being asked to visit their favorite family business, record the moment in a short 30-second video or photo, and post it on Facebook using the #shopfamilychallenge and @rothmaninstitutefdu tags on their post, or share it at

The Rothman Institute will highlight its favorite videos and pictures during Family Business Week (Oct. 24 – Oct. 30) on social media platforms and at

Family Business Week was founded by Dr. Dale G. Caldwell, executive director of the Rothman Institute, to increase the support of family businesses across the globe. He has envisioned that the week would inspire people to identify family businesses in their area and purchase products or services from them.

Currently, 85% of start-up companies worldwide are established with family money. These companies have proven to be more sensitive to the employment and social needs of the local communities they serve, in comparison to their larger counterparts.

Family businesses are less likely to fire people during challenging economic times than shareholder driven companies, therefore making them extremely important for economic and social well-being.